Final Customer Buying from the Product Producer
Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
A piece of equipment or product – a specific product apart from the company or process:
Segment's recognition of third party endorsements – Segment is responsive to endorsers:
Without an economic interest
|Procter & Gamble has a new calcium enriched line. It's trying to get the seal of American Medical Women's Association on its product.
|Filofax did practically no marketing until 1989. All of its initial publicity came from newspaper and magazine articles.
|King Pharmaceuticals hopes its sales of the drug Alstace will rise after the HOPE study is published. The trial found that the drug prevented heart attacks and strokes.
|Industry leaders can often shape a powerful threat more effectively if they join forces. In 1991, the Big Three U.S. Automakers created a joint venture, the United States Advanced Battery Consortium, to develop new electric technologies.
|A German survey ranked the German-built Ford Focus compact car number one in a study of durability during the first three years of a car's life.
|GM's Regal beat out the Toyota Camry and Honda Accord as the most reliable midsize sedan in America. GM, like its Detroit rivals, has been steadily improving its quality for years and is narrowing the gap with the best of the Japanese in both initial quality and long-term dependability surveys. Despite its praises, the Regal has low sales. Its plight says a lot about why Detroit's quality improvements aren't translating into stronger sales. Quality no longer means what it used it as the competition is upgrading as well.
|According to the 2001 Zagat survey, seven out of 11 top hotels and two out of the three top best resorts are Four Seasons owned.
|As more travelers book hotel rooms online, they rely on star ratings to verify the quality of their lodgings. However, there is no uniformity in assigning ratings and many are disappointed and feel misled. Mobil and AAA ratings are the most reliable, both firms employ professional inspectors who anonymously tour and test establishments. Online travel sites like Hotels.com and Priceline leave ratings up to the sales people and sometimes, the hotels themselves. Ratings are based upon the presence of amenities, not their actual quality. In Europe, some countries, such as France, have government ratings, but these too are based on amenities, not quality.
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